How to Lower Your Google Ads Cost Per Click

Peter A. Liefer II | Posted: September 30th, 2021 | Updated: July 26th, 2022

Google Search is the go-to place for every digital advertiser looking to establish an online presence. Nonetheless, many are perplexed by the expense of advertising Google Search advertisements.

Conversions are impossible without clicks on your advertising. However, if you’re not careful, clicks may quickly drain your advertising budget. Consequently, every marketer aims to reduce the cost per click of their advertisement (CPC). After all, the smaller your advertising expenses, the greater your return on advertising investment (ROAS).

Your search and bidding techniques and your whole customer experience must be optimized to decrease your cost per click.

Search advertising may be the oldest kind of digital advertising, but many feel they must continuously refine their low-cost-per-click (CPC) formula.

Consider the following five ideas for saving money:

1. Choose your keywords carefully, and avoid going for the cheapest option!

We’re not only talking about eliminating the costliest terms for keyword research for Google Search. Indeed, do not exclude any term based only on its price but rather on its volume and the sorts of search queries you wish to attract.

For instance, if your most profitable term is also your most expensive, you don’t want to sacrifice all those conversions for the sake of thrift. You may, however, choose to limit the length of your keyword list to save money elsewhere while still bidding on the one high-converting phrase you find. Or a more costly phrase may have an increased average search volume, raising your predicted CTR by increasing the number of people who see it. This increases your Quality Score, allowing you to get more clicks for less money in the long term.

In short, you can continue to pick keywords depending on their cost. However, keep in mind the volume and purpose of the terms in question.

Maintaining a good balance of low-cost and high-reward keywords might help you reach the lowest possible CPC without sacrificing conversion quality or quantity.

2. Improve your Quality Score by optimizing your ads and landing pages.

Bear in mind that bids are just half the fight when it comes to paying for a click in an auction. For example, a quality score case is when an advertiser with a low bid but a high QUALITY SCORE may still win the auction and obtain a click for a cheaper cost.

Google is ready to accept that trade-off to maximize revenue from sponsored Search advertisements without jeopardizing the searcher experience. If the ad has a better Quality Score, Google will accept a bid that results in a lower cost per click.

In addition to the expected click-through rate, your keyword’s quality score considers the ad’s relevancy and the user experience on the landing page. Ensure that your ads are up to date with the latest keyword additions by refreshing them often. The platform’s advertising editor feature allows you to see Google’s ideas for improving your ads immediately.

Landing pages should contain your core keywords, just like your ad text should, and follow these best practices for landing pages.

3. Use the Search Partner Network.

The Google Search Partner Network enables your advertising to appear on many different websites owned by the Google family of websites with an online search capability. 

It is possible for your advertising to appear on any other Google-owned search sites through the Search Partner Network. Clicks from Search Partners have historically been less expensive due to the fact that they are less competitive. This is a great approach to test for cheaper clicks because you can opt your campaign into it and compare the results to Google’s SERP at any time you choose.

4. Cost-per-click (ECPC) optimization

You may get a better conversion rate by using manual bidding and enhanced cost-per-click (ECPC) bidding. Clicks on your website that look to be more or less likely to result in a sale or conversion are adjusted automatically by ECPC.

In contrast to Target CPA and Target ROAS Smart Bidding, ECPC alters bids automatically according to your cost-per-conversion and ROAS objectives. ECPC will try to keep your average CPC below the maximum CPC you select (including bid modifications) while optimizing for conversions.

ECPC aids conversions for Search and Display advertisements while keeping the cost-per-conversion the same as human bidding. Conversion value optimization is possible with ECPC, allowing you to prioritize high-value conversions and value different conversion operations accordingly. ECPC optimization is offered for Search and Shopping ads. 

5. Use more long-tail keywords

Investigate keywords that individuals farther down the funnel may be looking for using Google’s Keyword Planner tool (or other creative routes). You’re attempting to be as precise as possible. 

For instance, if you’re marketing vitamins for dogs, a term such as “dog vitamins” would not only be more expensive, but it would also be more likely to get clicks from individuals who aren’t ready to buy. In comparison, choosing a long-tail keyword such as “organic dog vitamins” will enable you to reach a more qualified audience and result in a cheaper CPC due to the lesser competition.

Using long-tail keywords lowers not only your CPCs but also increases conversion rates, which results in a positive return on ad spend. Google Ads’ algorithm has been changed to display close match variations for exact and phrase match variations, so keep an eye on your search keywords.

Contact PrimeView for Google Ads help

If you know where to make adjustments in your campaign, you can lower your CPC. It’s in your best interest to do everything you can to attract visitors with high purchase intent to your website. At PrimeView, we know how to make those adjustments.

PrimeView has helped many businesses in Arizona and other parts of the United States through PPC. If you have any further inquiries about PPC, don’t hesitate to get in touch with our team. Our experts are ready to discuss further PPC and how it can work for your specific business goals and needs. Call 480-970-4688 or fill out a contact form.